Brands looking for ways to fully capitalize on jersey naming rights agreements should take a close look at how Standard Chartered Bank leveraged their official partnership with Liverpool FC in 2010.
After signing a 4 years, 80 million pounds agreement to become the official jersey sponsor of Liverpool FC, the brand invested in several key initiatives to demonstrate to fans that they were not just looking to align themselves to drive their marketing efforts.
Standard Chartered Bank conveyed their commitment to the Liverpool club and it's fanbase through several impactful tactics, including:
- Replacing their name on the Liverpool jersey for the first game with the names of Liverpool's longest season ticket holders
- Standard Chartered Bank then arranged to have each of the players (who wore jerseys with the names of different fans) sign the jerseys they wore and personally deliver it to the fans
- Standard Chartered Bank then held a ceremony where they interviewed the fan and player participants
- Standard Chartered Bank also promoted their partnership affiliation and demonstrated support for Liverpool's loyal fanbase with bus shelter OOH displays, print ads, and more